Attribution Management Buyers Guide Part 8 Basic Attribution Models





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Published on Nov 20, 2009

This is the eighth blog in a 10-part blog series for the Attribution Management Buyers Guide. This eighth section focuses on Basic Attribution Models.

When engaging with a new attribution management technology, you should be able to start performing attribution on day one out of the box. Though attribution can be a very complex exercise, there are also some simple attribution models that can greatly improve the performance of your online campaigns. To ensure the solution you decide to go with offers attribution models that you can use on day one, ask the following questions:

1. What kind of basic attribution models does your platform offer?
2. Can you verify that using these base attribution models will improve my accuracy and performance?

A robust attribution platform should be able to offer basic attribution models out of the box, such as:

•Even where conversion credit is spread equally across all participating ads in the Purchase Path
•Even with Exclusions the even model with the additional ability to exclude specific ads, such as Branded terms, at the end of the Purchase Path
•Path Length - the ability to assign specific percentages to participating ads based on the number of steps in the path

•Rules Based the ability to assign specific percentages based on the types of ads and the number of steps that are used in each step along the path

An experienced attribution management provider should be able to provide you with case studies or examples of how these basic models were able to increase the accuracy of conversion valuation and, ultimately, how that improved performance, as measured by increased profit and/or ROI.

Of course, the best indicator of an attribution management models success is its ability to grow your own bottom line profit. Youll need to have a benchmark in place before you start attribution to make sure these models truly are having the desired impact.


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